How, in cooperation with Intersport ISI, we increased the share of online sales almost sixfold

Intersport ISI is a group combining, among other things, the Intersport shop chain and The Athlete’s Foot in five markets.

In 2017, the group was purchased by Enterprise Investors with the aim of scaling the business and further resale of the company.

One of the strategic priorities was to launch a coherent sales platform to meet marketing and sales targets.

Uxeria’s role in the project was to jointly develop the strategic plan and design assumptions of the platform, as well as to design and support the implementation.

What we did

Ethnographic research
Individual interviews
Quantitative research
Product workshops
Product strategy
UX Design
UI Design
Design system
Optimization and development

Results of cooperation

6 x

increase in the share of online sales

Adaptation of our design for The Athlete's Foot shops

Significant expansion of the Intersport e-commerce team

70%

increase in ecommerce conversions

Creating a culture of simplicity

Strategiczne wykorzystywanie efektów współpracy w codziennym zarządzaniu produktem

See our achievements

New home page

Intersport runs over 15 different marketing and promotional campaigns. Each of them can be interesting for its audience. From the publisher's point of view, content management on the website is crucial.
From the audience's point of view, apart from fulfilling the goal, the homepage has an inspiring and engaging function: it raises awareness about interesting promotions and news tailored to visitors.
Reconciling these two dimensions in e-commerce is a critical design challenge. The right information architecture and content management strategy helped achieve the right click-throughs and conversions and a high level of satisfaction from engaged users.

New product card

We created editorial guidelines for the product card (content, data, language, tone of voice). Based on this, the Intersport editorial team created descriptions for the entire product base (in line with its content adaptation strategy).
This approach helped to significantly increase the sales effectiveness of the product cards.

Possibility of creating microsites

By design, microsites were to be both landing pages for promotions and special campaigns, as well as internal hubs and vortals redirecting traffic to different areas.
The right approach to designing category sub-sites helped achieve high conversions on appropriately targeted campaigns, while actualising a model of collaboration with manufacturers and partners.

New product taxonomy

An important challenge was to build a product taxonomy that takes into account both the sales characteristics of the group and the needs of users in each region.
Category management is important because Intersport as a group offers approximately 50,000 products, of which nearly 20,000 are subject to seasonal rotation.

New corporate website

We designed a new corporate website for Intersport ISI. The site brings together key information and news from across the group, including events, coverage, recruitment announcements, press office, and contact information.

Adaptation for The Athlete's Foot

The platform was adapted for five European markets for the Intersport brand. Additionally, The Athlete's Foot e-commerce site was created on the basis of the platform, which carries out online sales in five markets.

The value of UX to the Intersport team

The strategic principles developed together are still used within the team, and selected materials (persona, customer journey map, etc.) still adorn the walls of the office in Slovenia.

more e-commerce

let’s talk